Orangetheory Fitness franchise takes on naming rights at Christchurch Stadium

In yet another recent stadium naming rights development, fast growing exercise franchise Orangetheory Fitness has acquired the naming rights to Christchurch Stadium, the home of New Zealand Super Rugby franchise Crusaders.

Set to take effect from 10th June, the gym brand’s orange-coloured advertising signs went up in the venue on Friday, in time for Saturday’s Crusaders versus Brumbies Super Rugby match.

With insurer AMI having ended its 10-year naming rights deal at the venue last year, Christchurch Stadium Trust Chief Executive Trevor Thornton told New Zealand media outlet Stuff they were “very happy” to have secured a sponsor.

Terms of the deal were not disclosed, but Thornton advised that it is significantly below a reported figure of $1 million per year.

Orangetheory Fitness launched in the US in 2010 and now has 1,200 gyms across 24 countries. The company opened its first gym in New Zealand in Christchurch’s Moorhouse Avenue in November with reported plans for 20 facilities.

Its next two gyms are set to open in Auckland.

The Christchurch Stadium has been temporary home of the Crusaders since 2011 while they have awaited the construction of the city’s new, post-earthquake, stadium.

While the new venue is not expected to be completed until late 2023 at the earliest, the stadium has hosted rugby union, football, rugby league and concerts.

Thornton said the Orangetheory deal would last for “a good number of years” but would not transfer to the new stadium.

Venue naming rights are explored in a feature in the latest issue of Australasian Leisure Management.

Image courtesy of Pam Johnson/Vbase.